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Search Marketing: Players and Problems
eMarketer, March 2006, Pages: 36
Google is always in the spotlight. Sometimes Yahoo! gets the media's attention, and occasionally MSN or what Barry Diller has in mind for Ask.com is highlighted. But search is more than Google and Yahoo!, more than sponsored link advertising, more than direct response marketing, and its time for marketers to take note.
Attention: Marketers, Advertising Agencies, Portals, Online Retailers, Large Corporations and SMEs and Financial Analysts.
The Search Marketing: Players and Problems report goes behind the marketing and media face of major search engines to reveal what the future holds for search - and everyone who depends on it.
There is no question that Google rules the search market. Back in 2004 - the year that Yahoo! bought Overture, the company that originated paid search advertising - Google garnered 'only' a 32.9% share of total US search ad spending. Its slice of the pie increased by nearly 16 percentage points last year, and eMarketer projects that more than 57% of all search advertising dollars will go to Google this year.
While Google's numbers are impressive, they have blinded many commentators and analysts to problems that lie ahead for the search industry, and that could be dangerous.
Key questions the 'Search Marketing: Players and Problems' report answers:
- Why is Google so dominant among search engines (and will that continue)?
- Are more individuals searching online (and how can marketers reach them)?
- How should users' shopping behaviors affect search marketers?
- Is click fraud as big a problem as some reports make it out to be?
- When is privacy a legitimate concern for search engines and marketers?
- And many more...
The Search Marketing: Players and Problems report aggregates the latest data from leading marketing and communication researchers with eMarketer numbers, projections and analysis to provide the information you need to stay ahead of rapidly developing e-business trends.
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